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  • June 2013
  • Article

How to Profit from 'Lean Advertising'

By: Thales S. Teixeira
This article introduces the concept of Lean Advertising, i.e., how to use non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which... View Details
Keywords: Viral Advertising; Viral Ads; Online Marketing; Lean Advertising; Digital Marketing; Advertising; Advertising Industry
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  • 17 Jun 2013
  • Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

lean advertising. (Other lean advertising techniques include do-it-yourself content, crowd-sourced talent, and do-it-yourself distribution—also known as inbound marketing.) "It... View Details
Keywords: by Carmen Nobel; Advertising
  • Article

From TV to Web: Content Strategies for Ads That Drive Online Sales

By: Thales S. Teixeira
Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details
Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry
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  • 29 Jan 2014
  • Working Paper Summaries

The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It

Keywords: by Thales S. Teixeira
  • 2014
  • Working Paper

The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It

By: Thales S. Teixeira
Attention is a necessary ingredient for effective advertising. The market for consumer attention (or "eyeballs") has become so competitive that attention can be regarded as a currency. The rising cost of this ingredient in the marketplace is causing marketers to waste... View Details
Keywords: Strategy; Advertising
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  • December 2009 (Revised September 2024)
  • Case

Phreesia: The Patient Intake Company

By: Regina E. Herzlinger
How should the co-founders of an organization that provides patient sign-in and billing services scale their company after five years of successfully targeting small private physician practices? Phreesia had deployed a direct mail and sales force strategy that resulted... View Details
Keywords: Advertising; Social Entrepreneurship; Revenue; Health Care and Treatment; Health Industry
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  • 11 Jun 2013
  • First Look

First Look: June 11

non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the... View Details
Keywords: Carmen Nobel
  • 28 Jan 2014
  • First Look

First Look: January 28

increased dramatically (seven- to nine-fold) in the last two decades. To counteract this trend, I propose novel approaches to lower its cost or use attention more efficiently by adopting multitasker-tailored ads, Lean Advertising, and... View Details
Keywords: Sean Silverthorne
  • 24 Oct 2023
  • HBS Case

From P.T. Barnum to Mary Kay: Lessons From 5 Leaders Who Changed the World

phone, “You can do it, Mary Kay, you can do it.” When she launched her own firm, Beauty by Mary Kay, she leaned on the early lesson her mother taught her about motivation to inspire her salespeople. “Especially in the beginning, the... View Details
Keywords: by Avery Forman
  • 11 Dec 2023
  • Research & Ideas

Doing Well by Doing Good? One Industry’s Struggle to Balance Values and Profits

transforming how work is done and how people are paid for it. This heightened tension between moral and material goals may be nowhere as intense as it is in journalism, a field with strong ethical convictions at its core, but whose business model has been decimated by... View Details
Keywords: by Scott Van Voorhis
  • 17 Jan 2024
  • HBS Case

Psychological Pricing Tactics to Fight the Inflation Blues

businesses today will need to lean hard on psychological pricing strategies to convince customers to overcome their reluctance to spend, according to recent research by Elie Ofek, the Malcolm P. McNair Professor of Marketing at Harvard... View Details
Keywords: by Jay Fitzgerald; Consumer Products; Retail
  • 22 Mar 2013
  • Research & Ideas

Pulling Campbell’s Out of the Soup

company in January 2001. In the late 1990s, the company increased prices and lost many consumers to less expensive soup brands. Rather than bring prices back down, to maintain earnings Campbell cut costs by reducing advertising and laying... View Details
Keywords: by Dina Gerdeman; Food & Beverage
  • 15 Mar 2021
  • Office Hours

Readers Ask: What's the Next 'Big Thing' in Finance?

strongly lean toward those. Question: How important is advertising for big companies? Cohen: Advertising is a lifeblood for corporations, even though how they’re doing it... View Details
Keywords: by Kristen Senz; Financial Services
  • 08 Mar 2016
  • First Look

March 8, 2016

March 2016 Harvard Business Review Lean Strategy By: Collis, David J. Abstract—Strategy and entrepreneurship are often seen as polar opposites. Yet the two desperately need each other: strategy without entrepreneurship is central... View Details
Keywords: Sean Silverthorne
  • 24 Jul 2007
  • First Look

First Look: July 24, 2007

collaboration is becoming a new and important source of competitive advantage. We propose several frameworks to help firms develop and exploit this new ability. Explicating Lean Principles by Examining Indian Software Services Authors:... View Details
Keywords: Martha Lagace
  • 28 Jan 2015
  • Research & Ideas

Ground Game, Air Wars, and Other Marketing Lessons From Presidential Elections

New research from Harvard Business School shows that mass advertising is better at swaying undecided consumers while face-to-face personal selling is more suited at closing the deal for those already leaning... View Details
Keywords: by Dina Gerdeman
  • 05 Sep 2017
  • First Look

First Look at New Research and Ideas, September 5, 2017

media to intensify linkages not only with cardholders, but also with Mastercard’s direct bank and merchant stakeholders. Building on its influential but dated “Priceless” advertising campaign, Raja refocused Mastercard on four “Priceless... View Details
Keywords: Sean Silverthorne
  • 20 Mar 2013
  • Research & Ideas

How CEOs Sustain Higher-Ambition Goals

an easier time balancing these goals with the ever-constant push for profits. The challenge comes when companies encounter lean times or reach certain tension points when faced with the possibility of layoffs, mergers, or other difficult... View Details
Keywords: by Dina Gerdeman
  • 03 Mar 2009
  • First Look

First Look: March 3, 2009

competitive strategy? Renowned for the cutting-edge websites that it developed to market major Hollywood movies and leading consumer brands, the firm had won numerous awards and garnered considerable attention within the advertising... View Details
Keywords: Martha Lagace
  • 13 Jan 2015
  • First Look

First Look: January 13

brands. He describes four different ad types and explains how each can influence multitasking consumers. To create an effective media mix, he recommends that companies take advantage of lean advertising... View Details
Keywords: Sean Silverthorne

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